Marketing

From optimizing customer value to strengthening brand management, leaders must grapple with thorny marketing challenges. Get advice from MIT SMR experts on crafting sound marketing strategy and maximizing ROI.

Latest

Marketing Strategy

How to Address the Gray Market Threat Using Price Coordination

Gert Assmus and Carsten Wiese

April 15, 1995

Customers

Best Practice for Customer Satisfaction in Manufacturing Firms

Abbie Griffin, Greg Gleason, Rick Preiss and Dave Shevenaugh

January 15, 1995

Marketing Strategy

Financial Analysis for Profit-Driven Pricing

An effective pricing decision should involve an optimal blending of internal financial constraints and external market conditions.

Gerald E. Smith and Thomas T. Nagle

April 15, 1994

Marketing Strategy

Understanding Customer Expectations of Service

A. Parasuraman, Leonard L. Berry and Valarie A. Zeithaml

April 15, 1991

Customers

Five Imperatives for Improving Service Quality

Leonard L. Berry, Valarie A. Zeithaml and A. Parasuraman

July 15, 1990

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